Cain Ransbottyn's STIMA presentation on the TrendsNight2013 in Mechelen, Belgium.
His view on Social Media Product Placement (SocMedPP) and how agencies could earn more margin by being a Social Media Content Broker and manage Social Media Profiles for their brands using Product Placement in the Social Timeline!
Banner Ads on websites are dead - Advertising formats as we know them are blind spots - People no longer click on it!
CPM prices are dropping - Where's the money? Media Agencies need an extra revenue stream!
Agencies cannot make enough margin by selling Facebook ads or promoted posts - No longer viable business and too low margin!
Agencies need to come up with something new - Product Placement on Twitter and Facebook
Agencies have to find new publishers: social profiles - Agencies will become Social Media Content Brokers!
Everyone will be a publisher - You just need a lot of eyeballs
Either you're a moron like @realregi with a lot of followers
or a brand like @stubru or @telenet with a lot of believers
or an athlete like @ClijstersKim, @PieterLoridon, @VincentKompany, @Justine_Henin
or you're whore like @HotMarijke
or you can act (fake) like all of the above and be the perfect combination - the attention whore: @ransbottyn
Everyone knows Product Placement on TV - Nobody realises product placement is possible on Social Media
Product Placement has been done before by Kim Kardashian / Paris Hilton
Right column are the ads! Left column is authenticity!
Social Media Marketing in 2013 will be? contributors, influencers, ambassadors…
Brands will spend less in "classic" ads and will go for the advertorials - they want to get associated with the opinion & thought leaders, the ambassadors
Pro: Authenticity / Same message, different package, different tone of voice / Peers trustworthy / Relevance / Subtlety (non commercial power)
Possible Traps : credibility risk for the brand with wrong association / liability / authenticity failure (if you don't believe, don't post it!)
This is how I do it: Privacy is for losers: I put my life online and divide my social life into 8 categories:
Travel, Food & Beverages, Lifestyle, On The Road, Sports, Technology, Family & Friends, Media
How do you make a social product placement viral?